Flying Machine’s ad creates a stir

What do you think of this Flying Machine ad? A woman is wearing tight fit jeans and the catch

line proclaims: What an Ass! Some are indignant, some outraged, while others say it’s sassy and bold. But it has definitely attracted attention and created a lot of debate. And Flying Machine, owned by Ahmedabad-based Arvind Mills, the world’s fourth largest producer of denim and a supplier to some of the biggest brands in the planet, does not find anything vulgar in the ad. It says it’s a nice blend of humor and cutting-edge sex appeal.

Some branding experts say the advertisement was designed to be controversial, with the ensuing brouhaha aimed at making it a talking point that could improve the product’s visibility. India’s denim wear market is expected to double to Rs 14,000 crores by 2015 from around Rs 7,000 crores last year. However women’s rights activists are planning to take up the matter with the National Commission for Women and the Ministry of Women and Child Development.

Flying Machine, one of India's early home-grown jeans brands, was re-launched three years ago with the help of Italian fashion designer Chicco. In 2010, Flying Machine chose as brand ambassador ethical hacker Ankit Fadia.